JT is getting mad airplay with his new single. On the YouTube front, Can’t Stop the Feeling has racked up close to 12m views
It’s catchy, and foot-tappy. If it were to be a brand ad, it would most definitely be something that Coca-Cola could tag onto it.
Coke being Coke, however, has already produced a song to encapsulate how it wants us to feel:
The brand has done such a great job reinforcing its ‘happiness’ messaging since 2009 but, as you can hear from the above track, Coca-Cola never stops evolving. Its slogan has been reinvented nine times since 1990 – a combination of lines that include the brand, to the more intangible, emotional hook of feelings and, or desired insights that the brand would like you to experience while consuming the black, liquid gold.
1990 – You Can’t Beat the Real Thing
1993 – Always Coca-Cola
2000 – Coca-Cola. Enjoy
2001 – Life Tastes Good
2003 – Coca-Cola… Real
2005 – Make It Real
2006 – The Coke Side of Life
2009 – Open Happiness
2016 – Taste the Feeling
Last week I tweeted about a World Record the brand was attempting to break: the most amount of gifs shared in a 24 hour period. Consumers could visit web platform Enjoy the Feeling, create their customised gif, and share with the world via Facebook or Twitter. Well, turns out they nailed it. Nice one!
Coca-Cola – the brand all agency folk want to work on:
The site is still live and what I love most about it is the mix of branded gif versus non brand, such as the option I’ve chosen above.
With all the unhappiness, currently consuming all media and social media outlets that we turn to, we could all use something to help us taste the feeling of goodness. Winky face. See what I did there?
The gift of gif-ing. It never gets old!
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